Jack Daniel’s is launching a limited-edition bottle exclusively in supermarkets as part of its activity to mark the birthday of the brand’s founder.

Although the precise birthday of Jack Daniel has been lost to history, it is known he was born in September - and next month the brand will be running a marketing push including print and Underground ads, and what it claims will be its largest-ever off-shelf display in the supermarkets.

It is also rolling out a limited-edition bottle inspired by the White Rabbit Saloon opened by Jack Daniel in Lynchburg, Tennessee. The 43% spirit (rsp: £26.99) comes in a white gift box and has a bottle label with a unique number printed on the back.